Pessimism was in short supply, with only 5% expecting that their expenditure would decrease.
David Eldridge, CEO of Alterian, said: "The optimism on both sides of the Atlantic is incredibly encouraging; it reflects both the UK's DMA 2003-2004 Census, which forecast a return to growth, and recent findings from Forrester Research that reveal database marketing budgets and influence are rising in North America."
The survey also posed a question about areas where marketing services providers could make the most valuable contribution. "Database marketing and analytical expertise" came out top, with "marketing strategy and planning" second.
Marketers had a clear focus on strategy, as the response to another question about the primary challenge for marketers when using a services provider showed. "Lack of strategic understanding of client's business" was the answer from 40% of marketers and 42% of services providers.
Respondents were also queried about key areas where services providers should focus investment over the next six months.
Marketers and services providers were in agreement on what the three main areas should be: "provision of the ability to explore customer/prospect data" (32%); "improved tracking and measurability of campaigns" (30%); and "analytical solutions" (24%).
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